New AI Program to Monitor Online Gambling Affiliate Pages

Online gambling affiliate programs will soon look to new Wag.io for industry-first regulatory compliance monitoring solution.

Wag.io to bring Online Gambling Affiliate Partners into ComplianceThe internet gambling affiliate business is enormous, and for years it operated under the radar of gaming authorities. That’s changing fast. In the UK and beyond, iGaming regulators are cracking down on affiliate programs and partners who fail to comply with advertising regulations.

The UK Gambling Commission (UKGC) has spent the last few years tightening up its laws in regards to internet gambling companies. Following more than a decade of lackadaisical regulation, licensed operators are now obligated to comply with strict rules that determine how and where they present their services, who can participate, and what types of promotions they’re allowed to offer.

Gambling advertisements have been a huge concern in the UK and other major iGaming regions, like Australia, Canada and certain parts of the US. Restricting what times these ads can be displayed on television was just the first step. Cartoon-style characters are not allowed (for obvious reasons), and some countries (*cough*Canada*Cough*) permit absolutely no form of enticement.

In the UK, it’s alright to promote a bonus for new players, but the context of the ad must meet specific standards. An operator cannot, for example, suggest that betting on the ponies is a quick way to earn some extra cash, or that its online slot machines are virtual anti-depressants.

Tackling Online Gambling Affiliate Programs

Following these regulations, the Advertising Standards Authority (ASA) issued countless warnings to iGaming operators, issuing fines and pulling ads left and right until they finally got the situation under control. With that settled, for the most part, the ASA then turned its attention to online gambling affiliate programs. What it found was a shocking lack of compliance among careless affiliate partners.

The biggest problem isn’t the affiliate programs themselves, but rather the affiliates they hire to do their advertising. Pretty much anyone can sign up as an affiliate, promoting online casino, poker, sports and bingo products on their website.

Each program comes with a set of rules, but with so many affiliates under their hat, affiliate managers rarely take notice of what their consignors are doing – just whether they are successful at doing it or not. And now it’s getting iGaming affiliate companies in very deep, very hot water with regulatory authorities.

Wag.io To The Rescue

What eCOGRA did for the online casino software industry, providing third-party assurance that all games are 100% fair, a new company called Wag.io is prepared to do for online gambling affiliate programs. Wag.io is set to launch next month, and programs that wish to keep their white-hat label are sure to take notice.

Wag.io Online Gambling Affiliate MonitoringWag.io will offer an affiliate monitoring service that uses artificial intelligence (AI) to constantly scan affiliate websites. If anything out of the ordinary, or out of compliance, is detected, the affiliate manager will be immediately notified. That manager can then take action against the affiliate responsible for the content, before the ASA gets its hands into the proverbial pudding.

“It’s a shame to see so many brands, big and small, running into issues regarding affiliate compliance,” says Wag.io CEO Roo Wright. “Even worse, it’s never good to see once popular affiliate programs closing down due to an inability to monitor affiliate activity.”

Mr. Roo has 12 years experience in the online gaming affiliate industry. He’s worked in every aspect of the business, from super affiliate and affiliate manager, to white-label iGaming operator, to developer of his own affiliate tracking software. He believes his new bespoke web application will be a game changer in the affiliate marketing business.

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